Integrated Marketing @ Walt Disney World (Members Only Conference)

Integrated Marketing ranks as a top concern among
client-side marketers. The development of new communications and the evolution
of traditional communications have shifted power from the marketer to the
consumer. This shift has created enormous opportunities, providing marketers
with the ability to better target their customers. However, the explosion of
choice has also complicated the lives and practices of marketers, creating
massive challenges for effective integration. Discover how top marketers
develop, execute, and evaluate their overall marketing communications strategy
based on consumer insight.

When

Begins:

Thursday, March 8, 2012 at 8:15am

Ends:

Thursday, March 8, 2012 at 3:00pm

Where

Agenda

8:15am

Breakfast

9:00am

General Session

LET THE MEMORIES BEGIN: AN INTEGRATED MARKETING BUSINESS CASEIn this session you will hear about how Disney Parks extended the "Let The Memories Begin" campaign in a way that is deeply rooted in consumer insights, that drives higher levels of engagement, and sparks a greater urgency to ‘let the memories begin' in Disney Parks during 2012.

THE KEY TO REACHING CUSTOMERS FOR BANK OF AMERICA IS INTEGRATED MARKETING In the past, Bank of America planned their integrated campaigns and budgets by specific marketing channels rather than by overall campaign objectives/strategies. However, Bank of America changed their internal process and now takes a channel neutral approach to developing their integrated marketing programs and budgets based on the overall objectives and strategies they need to accomplish. Discover how Bank of America changed their internal process for integrated planning to yield successful results.

AT WALMART, EVERY CART TELLS
A STORY ACROSS MULTIPLE CHANNELSWherever
you may have seen messaging from Walmart during the last few months, you've
probably noticed one, consistent theme that is working to connect everything
-the iconic shopping cart. In this session you'll learn the 'behind the scenes'
story of how the world's largest retailer developed the strategy that
catapulted the cart from the store aisles to the center of Walmart's marketing
campaign, integrated across multiple channels. In addition you will discover
how, the 'Every Cart Tells a Story' idea became the foundation for savings
stories across all communications channels and inside the company as well.

INTEGRATED MARKETING DRIVES
OVERALL BUSINESS RESULTS FOR INTERNATIONAL SPEEDWAY CORPORATIONInternational Speedway Corporation recently received the
inaugural 2011 Gold CRM Excellence Award for integrated marketing which
recognizes companies who use integrated marketing across their ecosystem,
across people processes and technologies to enhance effectiveness and improve
efficiencies. In this session you will hear how International Speedway
Corporation employs integrated marketing throughout their organization to drive
overall business results.

SHARPIE LAUNCHES
INTEGRATED MARKETING CAMPAIGN TO ENGAGE CONSUMERS
Sharpie tapped into consumer engagement with an integrated marketing campaign
"uncap what's inside" directing consumers to their new website
sharpieuncapped.com. The interactive site invites users to register, submit
their Sharpie artwork, watch other artists in action, view product demos and
connect with the brand on Twitter, Facebook, YouTube, Flickr and the Sharpie
blog. TV ads on channels like TBS, Bravo and ABC Family and print ads in
magazines like Real Simple and US Weekly advertised a call to action to drive
people to the website. Find out how Sharpie was able to unlock the power of
self-expression to ignite consumer advocacy with an integrated marketing campaign.